Speaking at the National Retail Federation’s (NRF) Big Show, Burberry CEO Joshua Shulman stressed the importance of authenticity during brand reinvention.
“We have the most opportunity where have the most authenticity. In luxury, you always want to have an element of surprise and desire, but it has to be rooted in the core equities of the brand.”
The luxury veteran took the reins at Burberry last year, amid a continued decline in both sales and profitability. “By the time I arrived, it was pretty clear that there was an opportunity to look at what we were doing dispassionately and understand what messages and products we should amplify.”
This is an excerpt. Read my full article on Forbes.